Paradigm is the North American digital, PR and XM AOR for Playtex Baby, a leading baby products brand. As a Toronto based digital agency, Paradigm is responsible for digital marketing services including creative, social content, media buying, community management, video, photography and influencer marketing in the US and Canada.
The ongoing challenge is in positioning the Playtex Baby brand as relevant to prenatal and new moms, in a limited budget environment where there are larger competitors, with deep pockets, taking market share away from the 50-year-old brand.
The brand’s target audience is prenatal and new moms – two groups with significantly above average time spent on social media platforms. As a result, Paradigm’s digital marketing strategy is to focus largely on social media platforms to connect with the core audience, with additional spend focused on targeted publishers in the baby space. Paradigm employs a high touch strategy for the brand’s social platforms.
Digital creative development and media buying are executed together to ensure maximum optimization against best performing content and maximum flexibility – quick creative enhancements and ongoing analytics ensure budget is consistently outperforming in terms of ROI.
Contests, promotions and giveaways feature heavily in organic content as a means to engage with the community and demonstrate brand value and relevance.
Influencers, called #PlaytexMoms, are featured in takeovers and static posts designed to drive sales and reinforce brand relevance.
Paradigm’s digital media strategy has continually outperformed the previous year’s results, despite a declining year over year overall spend. In the first half of 2020, there were more than 21 million impressions with close to 100,000 link clicks to retail and a solid return on ad spend, despite a significantly scaled back budget.
Organic content reinforces brand relevance and consistently outperforms industry standards on both Facebook and Instagram – with the brand’s unique “Momtras” and video content generating the highest engagement.